This is a brand new textbook on marketing strategy that focuses on the pursuit of solutions to four fundamental marketing problems:

1. All customers differ 2. All customers change 3. All competitors react 4. All resources are limited

Structured around these four First Principles of Marketing, this important new textbook offers a unique and extensively classroom-tested approach to marketing strategy. It provides a structured framework to develop effective strategies to deal with diverse marketing problems while integrating data analytics into the decision-making process.

Authored by world-leading experts in marketing strategy, Marketing Strategy: First Principles and Data Analytics is the ideal companion for undergraduate, MBA and Executive MBA students of marketing, and practicing executives looking to bring a more systematic approach to their firms’ marketing strategy efforts.

• Paperback: 288 pages
• Publisher: Red Globe Press; 1st ed. 2017 edition (January 31, 2017)
• Language: English
• ISBN-10: 9781137526236
• ISBN-13: 978-1137526236
• ASIN: 1137526238